Superdry's super performance

The fashion brand has hit out against critics, posting total group sales of £75m.

by Emma Haslett
Last Updated: 26 Mar 2015
Supergroup, the fashion brand best known for its brightly coloured hoodies and jackets, has posted results showing a 25.7% increase in sales during its first quarter.

Total group sales rose to £75m - of that, £53.2m was retail sales (a 17.6% rise on last year), while £21.8m was wholesale sales - up more than 50% on last year.

Back in July, chief executive Julian Dunkerton defended the brand against critics, saying conversations about whether it had become too ubiquitous were ‘done, they’re finished, they’re over. You have seen the progress… we’ve had this year’.

The brand also announced plans to ‘feminise’ - or, as ordinary people might put it, ‘focus more on its women’s fashion line’.

This morning Dunkerton said ‘further progress’ had been made with womenswear.

‘I am particularly pleased with the strong growth in the autumn/winter order book which demonstrates further evidence of the continued improvement in our ranges and the nduring appeal to our brand.’

During the quarter the company also signed a deal to move into Turkey, with its first store opening in Istanbul in October. It also signed a franchise agreement with FJ Benjamin to open new stores in Malaysia and Singapore.

Find this article useful?

Get more great articles like this in your inbox every lunchtime

Subscribe

Get your essential reading delivered. Subscribe to Management Today